Nike - Air Max Day

Client: NikeProject: Air Max Day

We were asked to celebrate Nike Air Max Day by making the Air Max the most shared sneaker on social media.

We took possession of a behavior and boosted it. Sneaker lovers often take pictures of their sneakers and share them on social media. First, we shifted this behavior by asking Air Max fans to form their initial with their own legs. Next, we used this UGC to create a new alphabet. Then, we developed a tool that transcribed every word into this Air Max alphabet.

To celebrate Air Max Day, we put this language into words with an alphabet created by people’s legs